Ever since the launch of their new exclusive Flagship, Apple has gone on to great lengths in order to promote the features that come bundled along with the iPhone X (read “ten”). Perhaps the most famous one to be called a “gimmick” is the introduction of Face ID.

When Apple ditched the TouchID for their groundbreaking Facial Recognition system, it was met with much criticism. Since then Apple has released a bunch of ads, pursuing people how Face ID is the more natural and sane way of unlocking your device, storing your credentials and information.

Recently, they released another one titled “Memory” which has been viewed 914,253 since the upload. The ad can be seen below

In the ad, it can be seen that a man is challenged on stage, in an arena which is packed with the crowd as he plays the game of memory. The host goes on to ask the big deciding question, as the guest (the person) is sitting all so confidently. The host continues to ask the following question, “This morning, you created an online biking password. What is it?”. The guest starts off easy but ends up panicking. He tries to remember and yet he simply can’t. The pressure intensifies as the crowd also come off their chairs, raging on, asking him if he needs a hint (mockingly, of course). He is about to succumb to the pressure before finally scanning his face into his iPhone and finding himself back in a coffee shop, getting his password finally. The ad ends with the minimalist phrase, “Your face is your password”.

In the ad, apple carefully and brilliantly manages to capture its audience, defining the need for Face ID rather than it being a luxury being offered in a 1000$ phone. The video is set to be shown across televisions in the weeks to come.